The coach bots are coming: Exploring global coaches’ attitudes and responses to the threat of AI coaching

Artificial intelligence (AI) in business coaching, as in other human resource development professional service roles, opens up the possibility of multiple chances, such as cost- and time-effective gains. However, as AI can act autonomously and may surpass human performance, it can both lead to unforeseen risks as well as create a threat for professional service workers, including business coaches. Using a within-subject threat manipulation design, the present research investigated whether business coaches (N = 436; from over 50 different countries) respond to the topic of AI in coaching with heightened threat-related affective states and how this change affects their attitude towards the topic. Expectedly, the topic evoked higher behavioral inhibition and lower behavioral activation threat-related affective states, leading to lower curiosity in and a more negative opinion of AI in coaching.Theoretical and practical implications are addressed to lower the coaches’ threat-related affective states towards AI application in professional services. A hybrid approach between responsible AI and an ethically skilled and professionally trained coach is recommended.

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